Consumer innovativeness, perceived innovation and attitude towards “neo-retro”-product design

Laurence Fort-Rioche and Claire-Lise Ackermann

European Journal of Innovation Management, 2013, vol. 16, issue 4, 495-516

Abstract: Purpose - – The purpose of this paper is to examine if “neo-retro”-product design, which is based on the reinterpretation of forms from the past, can paradoxically convey design newness and looks at how such products are perceived by innovators. Design/methodology/approach - – An experiment was conducted with two groups of respondents, with a total sample of 194 respondents. These were, respectively, submitted to two different product designs for highly technical headphones; one with a neo-retro-design and the other with a typical modern design. The approach enabled the testing and validation of different hypotheses regarding retro and innovation. Findings - – The results suggest that a neo-retro-product design conveys newness and does not mislead the consumer when it comes to evaluating a product's technological input. Furthermore, they support the idea that consumer innovativeness has a positive effect on the attitude towards neo-retro-product design. Research limitations/implications - – Future research should explore the relationship between neo-retro-design and nostalgia proneness and perceived risk attached to innovative products. Practical implications - – The empirical findings of the paper highlights the creative process hidden behind the neo-retro-product design approach and have implications for design practitioners in the field of innovative products. Originality/value - – Despite the ever-growing importance of the retro-phenomenon, the relationship between neo-retro-product design, perceived innovation and consumer innovativeness has not previously been examined in the literature. The paper contributes to dispelling doubt as regards the compatibility of neo-retro-design and innovativeness.

Keywords: Innovation; New product development; Consumer innovativeness; Design newness; Neo-retro-product design; Retro-marketing (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-02-2013-0013

DOI: 10.1108/EJIM-02-2013-0013

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